Since its inception in 2001, JOIE has successfully filled a void in the contemporary market. Unlike other brands, which are classification driven and offer single items such as denim or graphic tees, JOIE provides the modern, fashion savvy customer with a global wardrobe. Though the company got its start with signature cargos, today it’s best known for offering feminine tops, dresses and cashmere sweaters. The JOIE concept has always been “Casual, Comfortable and Luxurious.” Therefore, each piece that is designed encompasses a balance of these three key elements... one cannot exist without the other. Headquartered in a loft in downtown Los Angeles, Serge Azria’s goal is to continue in JOIE’s success while progressively evolving the brand.
Serge Azria is familiar with accomplishment. As CEO and head designer of VESBCBG footwear he led the company to an outstanding growth of $35,000,000 to $100,000,000 in only 2 years. In 2004, while enjoying the challenges he faced in design and in management, Mr. Azria accepted the offer to purchase a portion of the contemporary line JOIE. With great success, he then became sole owner and Creative Director in 2007.